Future Shop to be Just for Laughs sponsor

You might call it geographical leveraging, since the electronics biggie's new flagship store is mere steps away from Toronto's Yonge-Dundas Square, site of the comedy festival's big free event in July.

There’ll be something new when the Just for Laughs comedy festival’s annual free event gets underway in downtown Toronto on July 23: sponsorship by Future Shop.

It’ll be a first for the electronics biggie, Lisa Kurenoff, marketing manager for the Burnaby, BC-based company, tells MiC. ‘And with our new flagship store located right next to Yonge-Dundas Square, we will be sponsoring more events like this.’

Kurenoff adds that Future Shop’s sponsorship of the comedy fest will be promoted with advertising [being prepared in-house and still under wraps] plus a flyer, online presence, media and blogger relations, and the company logo will appear on all Just for Laughs elements, including contests. Kurenoff says Future Shop will also give away VIP tickets/experiences to the [indoor] gala performances.

WestJet is another sponsor of the festival, whose headliners include Martin Short, Seinfeld star Jason Alexander and Saturday Night Live alumnus – and future host of Late Night on NBC – Jimmy Fallon.